People love talking about music, TV series, films, and anything to do with pop culture. You know what people don’t like talking about? Trash bags. So how do you get people excited about Glad’s new LeakGuard technology when no one really gets excited about trash bag innovations?

We intercepted pop culture with our product benefit. When pop culture leaks were on the tips of everyone’s tongues, we launched our campaign. Whether they were wondering which character would die in a certain show or whether a certain pop star lip-synced, our bag and its leak-prevention ability became part of the conversation. And we proved that Glad’s LeakGuard technology can prevent just about any leak.

To promote Glad’s LeakGuard technology, design had to visually demonstrate the anti-leak benefit while also clearly showcasing the characters. We started with the design of each 3D character: from color palette, to lighting, to setting, to textures, to typography, to character expressions. We then focused on visually demonstrating the trash bag and its benefit: from the cheek looking like a trash bag, to the typography stretching out the cheek, to the trash bag drawstrings looking like lips, and finally to the pack shot designed to mimic the cheek and lips. With all of these elements combined, we proved that Glad can prevent just about any leak

This Glad campaign’s key objective is to raise brand awareness by inserting the brand into culturally relevant moments and timely conversation. The campaign creative exceeded the client’s expectations and has been touted as a major unlock for connecting the brand to the consumer like never before. While it is too early to measure the business impact of the campaign at this time, the reception has been positive with the brand anticipating positive, added-value media response and an increase in overall brand awareness and engagement.